EXCLUSIVE: Royce revamps digital wholesale platform for AW18

Left to right: The Blossom nursing bra and the Maisie T-shirt bra from Royce.

Wirefree lingerie specialist Royce is focusing on speed to market as it prepares to unveil a revamped website for its retail customers.

The brand, which recently expanded its size range for SS18 with the introduction of one of its best-selling styles in a JJ cup, said its new digital platform is designed to make it quicker and easier for buyers to place orders.

The new website launch forms part of the brand’s mission to improve delivery times and follows the recent overhaul of Royce’s warehouse.

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Speaking at Salon International de la Lingerie, Sarah Gilbert, commercial manager of Royce, told Lingerie Insight: “Over the last 12 to 18 months, we have revamped our warehouse and that has really increased the speed to market for all of our products. We can get products to customer in one or two days. Before we had a very traditional warehouse and we were used to it but by that change it has really made a difference.”

Royce’s business development manager, Francesca Fleming, added: “If you asked us a year ago ‘what are your challenges?’ we were struggling to get big order out and now we’re super speedy. They’re challenges that are renewing and refreshing.

“For the B2B customers it’s important we keep the website fresh. [Following the developments] our warehouse is now an extension of their stock room.”